Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
This is the 8th CMO50 list I have presented. And I’ve watched how the calibre of the submissions has risen, and seen nominations evolve in terms of quality, earnestness and candour.
Many marketing leaders are scrambling to give their people more flexible work. And they need to: PWC’s Future of Work report showed 90 per cent of staff want some form of hybrid or remote workplace.
Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.
Trust takes effort, and it requires evidence that can be difficult to provide when you are working remotely. When personal interactions reduce, become less personal or don’t give the same amount of information, trust is at risk.
I’ve built my career by harnessing three native skills: Problem solving, direct communication and the ability to get people to trust me. They are universal skills that apply to any industry, category and company. I’ve used these three skills, coupled with a 22-year career, to become a ‘fixer’ CMO.
Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.
When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.
CMOs have an important role to play in mitigating risk and responding to cybersecurity.
With social and economic uncertainty and the changing political landscape, how can CMOs adapt to seize opportunity?
Jean-Luc Ambrosi is an award winning marketer and recognised expert in branding and customer relationship management. He is the author of the new book, Branding to Differ, a strategic and practical guide on how to build and manage a successful brand.
In his role as research director, Michael leads a team of Forrester analysts in Asia-Pacific focused on helping business and technology professionals embrace digital transformation to deliver increased business value. Michael’s coverage focuses on how firms can embrace innovation and adopt organisational structures, processes, and technology to improve customer experience and drive operational excellence. Michael has 20 years of research and consulting experience and joined Forrester through its acquisition of Springboard Research. Prior to Springboard, he led software infrastructure and application integration research in Asia-Pacific for Gartner, advising large organisations on strategies for sourcing, implementing, and managing enterprise applications and software technologies. He previously conducted software research and implementation at Meta Group, Hurwitz Group, and Prudential Insurance.
Dr Chris Baumann is an associate professor at Macquarie University in Sydney, researching competitiveness, education, East Asia and customer loyalty. He has authored more than 50 refereed journal articles and conference papers with more than 350 citations. He has been awarded for his research and teaching, including from the Australian government for enthusiastic approach to education. Dr Baumann is also visiting professor at Seoul National University (SNU) in Korea and at Aarhus University, Denmark. He introduced ground breaking concepts: Competitive Productivity, Latecomer Brand, Premium Generic Brand (PGB) and the ‘country of origin of service staff (COSS)’ effect. He has a long-standing relationship with Simon Fraser University (SFU), Canada, as MBA Alumni and research collaborator.
James is the experience chief at Kalido, a new breed of customer experience consulting and delivery firm which uses data to drive growth and customer value through marketing automation, Web and mobile experiences, and content creation. Kalido is the leading Salesforce Marketing Cloud Partner in the Asia Pacific region and part of the ASX-listed IVE Group, a diversified marketing communications business with annual revenues in excess of $600 million and over 1500 employees.
Eric co-founded Bluewolf in December 2000 with the intent of re-defining software consulting. Fourteen years later, Bluewolf is the longest standing professional services agency solely focused on the Salesforce platform. Bluewolf has worked with thousands of clients globally to achieve long-term success with Salesforce. As CEO, Eric drives the strategic direction of the firm, working with his executives and their teams to deliver extraordinary customer moments.
Scott Brinker is the CTO of ion interactive, a marketing software company specialising in post-click experiences. He is also the author of the Chief Marketing Technologist blog, where he covers the intersection of marketing, technology and management.
Jacqueline (Jaci) Burns is a B2B marketing steward and strategist who specialises in services, solutions and intangible products. Her agency, Market Expertise, provides the full suite of marketing services to businesses in the technology, professional and financial services, and knowledge sectors. Jaci is an established columnist and freelance contributor who writes about marketing, technology and management issues.
Mark is a world renowned thought leader in digital innovation, customer experience, social media strategy and service design. He is the digital strategy and customer experience columnist for BRW and has had well over 400 articles published in industry publications. Mark is also a regular speaker on customer experience, social media and digital strategy. Currently he is CEO of Melbourne-based customer experience innovation consultancy, Working Three.
Paul is co-founder and strategic partner of Brand+Story, a branded content + entertainment consultancy based in Sydney. He and creative partner, Josh Whiteman, have spent a combined 40 years in broadcast media, digital advertising and branded content production. Paul was previously co-founder and executive content director of The Story Lab Australia, part of the Dentsu Aegis Network. Seeing an opportunity to do away with the expensive and outdated agency model, the two now concentrate on working with select clients to develop high quality branded content and entertainment solutions while also developing their own feature film and TV projects.
As digital director for Australian content marketing agency Edge, Joel is passionate about how brands can use digital strategies to achieve their business goals. He has worked with a number of Australia’s biggest brands, helping them to execute clever content strategies across multiple digital platforms to achieve great customer loyalty, engagement and sales. Brands Joel has worked with at Edge include Australia Post, Woolworths, Australian Unity, Suzuki, Australian Super and Crown.
Katja is an Australian pioneer in the field of experience design and all its components.Back in 2014, Katja founded syfte, a specialist business in research and experience design acquired by Wipro in 2018. She was then appointed Australian MD of Designit. Katja was also a co-founding member of the Interaction Design Association Board (IxDA) in Sydney, helping build a community of over 1600 designers. Today, Katja is international director on IxDA’s global board. Katja is a sought-after speaker for organisations including Women In Design, Leaders in Heels, Women In Commerce, Code like a Girl, Telstra and Macquarie Bank. Katja was recognised as a Top 10 Australian Women Entrepreneurs 2018 by My Entrepreneur Magazine and one of the 100 Women of Influence by Westpac and the Australian Financial Review in 2016.
Janine is a businesswoman and entrepreneur, passionate about the return to open and transparent corporate relationships and the power of commercial collaboration in future-proofing careers and businesses. Janine is the author of <i>From Me To We – Why commercial collaboration will future-proof business, leaders and personal success</i> published by Wiley. She is the founder and CEO of LBDGroup and works with senior leaders to build high-performing teams.
Karen Gately is the author of 'The People Manager’s Toolkit: A Practical guide to getting the best from people'. A highly regarded leadership and people-management specialist, Karen is the founder of Ryan Gately, an HR consulting and Leadership development practice. For more information, visit www.karengately.com.au or contact info@karengately.com.au
Josh is the regional advanced analytics and omni-channel consumer marketing leader for global management consultancy firm, McKinsey & Company. The organisation is a trusted advisor to businesses, governments and institutions and provides management insights. Josh’s previous experience includes global general manager at Amazon Prime, head of consumer ecommerce and database marketing at AT&T, and head of CRM at Capital One Auto Finance. He holds a Bachelor degree in Industrial Engineering from Arizona State University and a Masters in Civil and Environmental Engineering from Stanford University.
Wesley ter Haar is co-founder of MediaMonks and European Chair of SoDA. He co-founded MediaMonks in 2001 with an aim to wage war on mediocre digital production. A fan of tight deadlines and a giver of spectacular high fives, Wesley has worked tirelessly to grow MediaMonks into creative production company with global reach. He spent his late teens and early twenties wrestling the beast that was Flash in a basement office that technically did not existent according to building schematics. In the years since, MediaMonks has grown to accommodate 600 Monks, with offices in ten cities around the world.
Kathy has led consumer and brand marketing for major advertisers, most recently as head of retail marketing at ANZ Bank. She also held head of marketing roles at Westpac, St George and Optus. As client business director at TrinityP3, she specialises in driving marketing effectiveness and efficiencies with digital, creative, media, research and PR agency partnerships for CMOs and their leadership teams.
Andrew co-founded Green Hat, a digital marketing agency devoted to B2B. Over the last five years, he has focused on customer lifecycle and digital marketing for the ‘considered’ buying process. He developed the 3C3P Lifecycle Marketing & Automation Program methodology – an approach for inbound and content marketing that has been adopted by blue-chip clients including IBM, EMC, Mercer and Konica Minolta. Andrew regularly speaks on the conference circuit and is co-author of the annual B2B Marketing Outlook Report. He is also a member of the ADMA B2B Expert Group.
Aden is the managing director and executive creative director of VML Australia and New Zealand, the region’s fast-growing digital creative, content and technology agency. Aden has been the driving force behind groundbreaking campaigns for the likes of Microsoft, Hyundai, Kellogg's and McDonald’s. He continues to deliver influential digital projects for the Commonwealth Bank, AMEX, ASB Bank and SPARK in NZ, in addition to leading product and service design innovations for businesses like Rip Curl & NSW Government. Aden helped launched VML into Australia in early 2012, which now boasts almost 100 employees and a number of the region’s most coveted accounts. Since opening, VML has become the #1 digital agency in the country, and is ranked #7 globally on the prestigious WARC100 list. An industry leader in his own right, Aden is on the advisory boards of multiple startups, and is the author of a leading global digital marketing and technology blog: Digital Buzz. He also sits on the digital committee of the Communications Council of Australia and judges at a host of local and international advertising award shows.
Jason has more than two decades of agency, consulting and client experience. As national head of planning for OgilvyOne, he is focused on building strong relationships and strategic insightfulness; as a client, he developed a broad range of commercial marketing skills. Jason's passion for results-driven creative thinking sees him working across digital and data solutions, leading large CRM and loyalty based projects for clients including American Express and IBM.
Craig Hodges is the founder and CEO of King Content, Australia’s most awarded digital content marketing agency. With more than 20 years' experience in the content industry, Craig has worked in magazines, publishing, Internet radio and Web development before embracing his true passion - digital content marketing.
Anthony Howard is an executive mentor and founder of The Confidere Group. Known as the ‘CEO Whisperer’, Anthony has written and spoken extensively on Human-Centred Leadership and has recently released a book on the topic, Humanise: Why Human-Centred Leadership is the key to the 21st Century (Wiley, $32.95).anthony.howard@confideregroup.com
Olive Huang is a research director at Gartner. She is part of the CRM software research team and focuses on customer service and support, contact centres, CRM vendors and service providers, as well as CRM strategy and best practices in Asia-Pacific.
Hans Hulsbosch is one of Australia’s most influential brand designers and the executive creative director at Hulsbosch – Communication by Design. Over the past 31 years, he has been involved in national rebranding and repositioning projects for Woolworths, Virgin Australia, Masters Home Improvement and national sports retailer, Rebel.
Jacki joined Starlight Children’s Foundation to amplify momentum of the organisation’s digital transformation journey. With over 20 years digital experience spanning strategy, UX, engagement and production she is charged with ensuring the marketing technology stack and Starlight’s suite of digital touchpoints deliver a streamlined, customer centric approach that not only delivers exceptional experiences for all customers, but improves ROI and achieves ambitious growth targets.
Glen Jeffreys has over 15 years’ experience working across commercial, NGO, government and higher-education sectors, he is a digital creative, specialising in ideation, creative development, UX and instructional design. He believes UX is about understanding ‘audience and purpose’. Successful UX design requires a highly collaborative approach spanning the entire project lifespan, from product visioning through to blueprinting, production, testing and launch. Glen is the head of user experience for Deepend Group, an independent, digital communications and innovation consultancy group.
Dan Kalinski Chief Executive Officer, iProspect ANZ Dan was appointed CEO of iProspect Australia and New Zealand in May 2016 following four years as managing director. Dan has a career spanning over 16 years in the performance marketing industry, on both client and agency side. Working for brands such as Reprise Media, MullenLowe Profero and Media Contacts, he has gained experience throughout the UK, EMEA and APAC, and across multiple verticals for leading global brands such as Coca Cola, FedEx, P&G, Burberry, Prada, NatWest, HSBC, Nokia, Microsoft, General Motors, Glaxo SmithKline and Exxon. At iProspect, Dan leads 200 staff across Australia and New Zealand. His strengths include product innovation, market strategy, mergers and acquisitions, team and business development.
Tropfest finalist and advertising creative, Kevin Lim, heads up Edge’s film division, The Department of Moving Image. Kevin has extensive experience in film development and production, and his short films have played in numerous international film festivals and advertising. He has also directed and produced TVCs and branded content for brands such as Coca-Cola, Nestle, Sony and Unilever on projects with a total of more than 5 million views.
Jeremy is a co-founder and director of strategy and development for POMT, an Australian-based innovator delivering technology services and solutions for modern and flexible workplaces. Jeremy oversees the company’s strategy and direction, manages its consulting services division and shapes POMT’s product and services development. He is a pioneer in the application of technologies to support activity-based working and flexible working environments, successfully leading a large number of major projects within this space in Australia.
Dan Ratner is managing director of branding and communications agency, uberbrand. He has more than 15 years’ experience in marketing, communications and branding and is passionate about branding as an enabler to fulfil organisational objectives. Working closely with uberbrand’s clients Dan works to understanding the current customer perception in the context of business goals and aspirations. Dan works with well-known Australian brands across a variety of sectors including financial services, travel and education.
Oliver is the founder and CEO, Torque Data. He is a leader in helping marketers gather and understand data-driven insights and use them to develop and deliver effective marketing programs. Oliver has been working with major brands and agencies across the UK and Asia Pacific since before big data became a buzzword, and founded Torque Data in 2001 to revolutionise the approach to data-driven marketing, sales and customer management. Torque’s Momentum was the first Marketing Data Analytics as a Service Platform is backed by a multi-lingual team of data scientists, strategists and campaign managers.
Ronald is the vice-president and principal analyst for customer experience at Forrester Research.
Kyle Ross is a strategist at TRP; a creative and media agency helping premium brands sell to more people, for more money.
Gai Le Roy is the director of research at IAB Australia, chairing the bureau’s Australia Measurement and Research Councils. She also leads the Mobile Advertising Council’s measurement and research projects. Gai has a wealth of experience in online media, digital strategy, insights, marketing and research, and was formerly GM of audience insights and research at Fairfax Media. She previously worked as insights manager at ninemsn for 10 years and was also VP of research and audience measurement at Nielsen Online.
Kathleen Schaub is the vice-president of IDC’s CMO Advisory Practice in the US.
Corinne Sklar leads the global marketing organisation at Bluewolf, which includes digital marketing services. She is responsible for global brand awareness, corporate marketing strategy, client relations, and executive management. Corinne launched the award-winning corporate initiative, #GoingSocial, which has dramatically increased internal and external global collaboration. She is a frequent contributor to the Guardian UK and has been recognised with numerous awards including CRN’s Power50 as an industry leader. As a founding member of The Women Innovators Network, a global network that celebrates and supports female leaders who are driving business success, she is active in entrepreneurship and programs to encourage women's leadership in Silicon Valley.
Angela is chief strategy officer of award winning data-driven media, CX and advertising agency, Affinity. The Sydney headquartered agency she co-founded in 2003 along with CEO, Luke Brown, was created to provide a real alternative to traditional agency thinking. Angela has played a vital strategic role in building brands including Commonwealth Bank, Bayer, NT Tourist Commission, Lend Lease, Pilot, Panasonic and Johnson & Johnson. Affinity's use of data to drive creative solutions has seen it deliver significant return on investment for clients.
With a Masters in business psychology, Olly’s career has spanned the technology space, with particular emphasis on martech and performance marketing. Olly has worked with numerous enterprise brands and retailers including Harrods, Michael Kors and Arcadia Group to help innovate across influencer marketing, analytics and inventory management. Building on his passion for marketing and digital, Olly is Business Director at Performics, the global performance marketing agency that converts consumer intent into revenue for Australia’s most admired brands including ToysRUs, FitnessFirst, Toyota and Stan. Performics is a Publicis Media company.
James has more than 20 years' experience in the branding and design industry in the UK and Australia. At Designworks James has a passionate focus on the translation of brand strategy into the brand experience seamlessly across all touch points. And believes that simplicity, originality and joined up thinking is a winning combination for clients. As Creative Director James has lead projects for Virgin Group, Hilton, Royal Mail, BBC, Bank of Melbourne, South 32, Transurban, Australia Post and Officeworks.
Tristan Sternson is the managing director and founder of information management (IM) consulting firm, InfoReady. He has architected and led many large, complex, and leading edge IM and BI programs in Asia-Pacific and Europe. Tristan is also a pioneer of new technologies and approaches to IM, and is a regular panellist and presenter at many industry events, and contributed to various publications. Prior to InfoReady he was the local data management and architecture lead for Accenture.
Fergus is the founder and commercial director for Edge, the independent strategic content marketing agency. As the original founder of Edge in 2003, Fergus is a recognised thought leader on content marketing. He has a wealth of experience and has spent a decade devising and launching customer engagement strategies for many blue chip companies and brands. Edge's clients include Woolworths, Volkswagen, Westpac, Australia Post and Foxtel.
Sabri is the founder of Australia’s fastest growing digital marketing agency, King Kong, and author of international bestseller, ‘Sell Like Crazy’. The book covers all facets of digital marketing and illustrates the path to success with real-life case studies where Sabri has used the exact same selling system to supercharge their business.
A registered psychologist, Sam is head of behavioural science at OgilvyChange Australia, a practice that combines leading research in cognitive psychology and behavioural economics with the creative expertise of the Ogilvy Group.
Daniel currently works as content and inbound manager at Green Hat, a B2B digital marketing agency in Melbourne. Daniel enjoys writing about sales and marketing integration, HR, content marketing and social media strategy.
Graham Winter is an Australian psychologist and best-selling author of Think One Team, The 90-day plan that engages employees, connects silos and transforms organisations. www.thinkoneteam.com
Darren Woolley is Founder and MD of TrinityP3, an independent strategic marketing management consultancy that assists marketers, advertisers and procurement with agency search and selection, agency engagement and alignment and agency monitoring and benchmarking. With his background as an analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.
As our customers exhibit growing desire to be recognised for their preferences and passion points, ...
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
Enterprisetalk
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CMO's top 10 martech stories for the week - 9 June
Great e-commerce article!
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Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.
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